Firm would provide new logo, marketing and media plan
North Star Destination Strategies, a branding and marketing company, is proposed to develop materials for a new advertising campaign, Lakeway City Manager Steve Jones said. The selection was made at the Lakeway Visitors Commission's July 8 meeting. Lakeway Visitors Commission Chairwoman Sandy Cox said the decision came after members spent hours of research to narrow down a list of 23 applicants for the project.
"We'll have a new logo, a new marketing and media plan to help people understand more about Lakeway," said Steve Zbranek, chairman of the Lake Travis Chamber of Commerce board of trustees, at the July 17 Lake Travis Economic Forecast Update.
The Nashville-based company specializes in creating custom marketing programs, or brands, for municipalities and visitors commissions. According to North Star's website, branding is used to change, refine or improve what people are saying about a community.
"We have a little saying: 'Your brand is what they say about you when you're not around,'" said Don McEachern, president and CEO of North Star. "The [campaign] is designed to have a little narrative about Lakeway, for people to be intrigued to look a little further at what Lakeway has to offer."
